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BMW Group Australia is to reapply the famous ‘Ultimate Driving Machine’
positioning statement to its family of high performance, premium market,
driver-oriented vehicles with immediate effect.
The move brings BMW Group Australia into line with other key markets in the
English speaking world and aptly reflects the power, dynamism and exuberance
enjoyed by all drivers of BMW brand vehicles.
BMW has long-held the claim to manufacture the world’s Ultimate Driving
Machines and this is no better illustrated by its most recent addition, the new
V8-powered 6 Series Coupe and Convertible, both of which employ the world’s best
V8 engine and the latest electronic driver and chassis aids to deliver
unparalleled levels of responsiveness and control.
The onslaught of new BMW models due this year and next will continue to
underpin the Ultimate Driving Machine experience with a stream of innovative,
imaginative and exhilarating vehicles from the X3 Compact Premium Sports
Activity Vehicle to the 1 Series, and next year, the new E60 V10-powered M5
super sports sedan.
“The return to the Ultimate Driving Machine positioning statement is wholly
appropriate and a timely opportunity to reiterate our commitment to dominating
each segment of the market in which we compete,” said John Kananghinis, General
Manager, Marketing & Communications, BMW Group Australia.
“The Ultimate Driving Machine reflects our core brand values of driving
excitement across a diverse selection of vehicles, from compact luxury sedans to
sports luxury limousines, all-terrain Sports Activity Vehicles and traditional,
purists’ Roadsters.”
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